McLeod USA avoids the cliched image of the hard-driving businessman glued to his cell phone in the regional telco's first image-building campaign. Instead, the outdoor and print advertising creates exaggerated, illustrated spokescharacters who pitch the real, key benefits of speed, security and service. Peterson Milla Hooks, Minneapolis, handles Iowa-based McLeod. Copywriter: Jeff Rabkin. Art director: Mary Patton.